Skittles uses live Facebook event to drive engagement
Skittles is launching a live social media and video event that will see a man submerged in Skittles in a bid to demonstrate the “unbelievable power of the Skittles Rainbow”.
Skittles will attempt to submerge David Phoenix in a glass tank of more than 2 million Skittles as part of a live video event to “taste the Skittles rainbow in real life”.
The candy brand has invited Facebook fans to interact with the live event to drive engagement.
From midday today (18 October), the more viewers attracted to watch the live event via Facebook, the more Skittles will be poured into the tank and the faster Phoenix will be submerged in Skittles.
Phoenix initially engaged Skittles in a social media battle via Twitter claiming: “I could eat the Skittles Rainbow.”
The resulting footage is likely to form the basis of an ad campaign for the multi-coloured candy sweets.
- The sectors within the sugar confectionery market are experiencing very different fortunes, sweets showed impressive growth, while gum suffered a dramatic loss of sales in 2009 and mints are in a long term decline.
- Sales of the Rowntree brand grew by around 9% in 2009 versus 2008, with the launch of Randoms in May 2009 making a significant contribution.
- The Haribo brand is strongly targeted towards children and accounts for around a quarter of all sales in the gums & jellies sector.
- In August 2009, Tangerine’s Sherbet Fountain was relaunched with all natural colours and flavours and a new re-sealable plastic tube. As a result of the relaunch sales volumes have increased by around 20%.
- Perfetti Van Melle claims to be the world’s sixth largest confectionery product. In the UK, its sweets brands are Chupa Chup and Fruittella.
Click here for more information on this YouGov market report